When a partnership of sixteen community organizations won two major federal grants to help address the city’s digital divide, they asked Mighty Engine to help them develop the branding and outreach strategy for their programming and network of neighborhood computer centers. Out of this effort, we created the KEYSPOT brand, a website that leapfrogs ahead of its national competitors in providing consumer-friendly information, as well as a full-scale advertising and promotional effort.
As a company that builds websites and online experiences, digital literacy is an issue close to our heart. That almost half the city lacks basic computer skills and Internet access is a big problem for our economy and the future of our neighbors, and we were proud to be a part of drawing more attention to the problem.
In addition to the multifaceted advertising and promotion campaign we developed for them, we also helped them initiate a unique marketing event to help draw attention to the 41% of Philadelphians on the wrong side of the digital divide.
We asked the region’s civic leaders to participate in an Internet Fast (a voluntary fast from all digital communication) for 41 consecutive hours. Then, we got them to share their stories, frustrations, and insights via social media and public presentations. The campaign was a seen as a big success, attracting hundreds of participants and generating millions of impressions through wide array of press and social media mentions.